ABSTRACT
Report prepared by students in the Master 2 in Public Marketing and Communication program at IMPGT | amU
In partnership with Villages Club du Soleil
Academic advisors: Christophe ALAUX, Laurine BASSE, and Marion PIGAMO
This study aims to better understand why mountain destinations are less popular in the summer compared to the winter season and to identify areas for improvement to attract summer tourists to Villages Club du Soleil. To address these questions, the study combines three approaches: a literature review, a qualitative survey of nine participants, and a quantitative survey of over 1,000 respondents.
The first key finding is clear: mountain destinations suffer from an image strongly associated with winter. The second finding concerns the range of offerings. Initiatives exist to diversify mountain experiences across all seasons: marked hiking trails, biking, cultural activities, and wellness programs. However, these initiatives remain fragile, lack resources, and have low visibility among the general public. The third finding relates to communication. Summer in the mountains is virtually absent from advertising campaigns and is often focused on intense sports, which excludes a large portion of the potential audience. To reach more people, we need to showcase a different side of the mountains: calm, natural, accessible, and welcoming.
Keywords: appeal, communication, diversification of offerings, survey, summer, summer mountain experience, winter, image, recreation, mountains, persona, nature tourism, visitors.
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